Juicy Couture Launches Mobile Site in Time for Holiday Shopping


Mobile shopping company miBuys released 2010 survey results indicating that 85% of women use the mobile Web daily and 93% like to be updated with new technology. In keeping with this shift toward shopping on the go,  Juicy Couture launched an enhanced web site built for the mobile user. “Mobile represents an enormous opportunity for retail brands to extend core services to mobile phones of their customers,” said Usablenet President Nick Taylor, who oversaw the technology enhancements.

juicy couture

Juicy was kind enough to answer some additional questions about this new foray into the mobile space, spurred by analytics that demonstrated 4% of total Juicy traffic YTD is attributable to mobile devices. The enhanced site will be promoted through emails to existing customers, as well as through mobile-specific search and display campaigns during the holiday season. They also shared that:

Since Juicy is such a rich brand, it was important to bring the fun and whimsy of the Juicy lifestyle into the mobile experience as well.  The team did a great job of blending editorial content into navigation to achieve an engaging brand experience while maintaining the ease and convenience inherent in mobile shopping. Our entire online assortment will now be available to our Juicy customer whenever and wherever she is inspired to shop.  This will allow us to learn more about her preferences and continually tailor the experience to her needs.

Have a Juicy girl on your shopping list? Popular gifts this year include the signature Juicy Couture iPhone, iPad and e-reader cases in leopard, glitter, and polka dots, collectible charm bracelets and necklaces and of course, the requisite cozy Juicy velour hoodie for the holidays!

Are your fashion clients developing mobile sites/strategies for 2011? What role can/should PR play in their development?

About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.